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Stoli Gluten-Free and Bayou Rum to be at TFWE

This year’s TFWA World Exhibition & Conference sees Stoli Group introduce new additions to its duty free portfolio and move to a much-enlarged stand in the new Beach Village (stand 02).

January 1, 2016 saw SPI Group, the parent company of Stoli Group USA announce a long term international partnership with Louisiana Spirits, producer of Bayou Rum. Following its successful relaunch into the Americas market earlier this year, and regional introduction into duty-free, the rum now sees its global travel retail launch in Cannes.

Preconceived by Louisiana Spirits in 2011 and launched in 2013, Bayou Rum is made in the traditional way in a traditional copper pot, using 100% natural unrefined sugar and molasses. Following a traditional ‘sugar house’ recipe, Bayou Rum is the first spirits addition to the Stoli Group portfolio of premium brands, which includes the flagship Stoli Vodka brand and the ultra-premium luxury vodka, Elit by The House of Stoli.

“This best-selling craft American Rum has a fantastic heritage and superior taste and is a perfect addition to our travel retail portfolio,” says Jean-Philippe Aucher,  Stoli Group global duty free and travel retail director. “Rum remains an undeveloped sector with a great deal of potential – especially for premiums. According to the West Indies Rum and Spirits Producers’ Association’s (WIRSPA), the sector grew from 101.7m 9-litre case sales in 2000, to 142.2m in 2010 (IWSR) – which is pretty impressive, with spiced rum sales doubling during the same period and flavoured rums growing by 50%.”

Aucher believes Bayou is perfect to capitalize on this trend that, he believes, is reflected well by demand in travel retail.  “It’s a ‘trendy’ alternative to other dark spirits in some markets and a popular mixer for cocktails and long drinks. Premium rums are becoming more appreciated whilst generally rum has a more exotic connotation than Scotch or Cognac for younger drinkers. All this makes Bayou Rum perfect for duty free, lending itself well to airport activations via pop-up bars, sampling etc,” he adds. It also fits well into the Stoli portfolio.

The Bayou Rum family consists of four offerings:  Bayou Select Rum, Bayou Silver, Bayou Spiced, and Bayou Satsuma Rum Liqueur.

Stoli Gluten Free Vodka also receives its global travel retail launch at TFWA World Exhibition & Conference this year, following a tremendous initial introducing into the US market. First shown to regional buyers at the Duty Free Show of the Americas to coincide with its domestic launch, the company reports that the Gluten Free variation has received very positive initial feedback from distributors, retailers, and bartenders, receiving a 92 rating from the BTI (Beverage Testing Institute).

Made with 88 percent corn and 12% buckwheat, Stoli Gluten Free has been introduced not just to meet the needs of gluten-free consumers, but to address a growing lifestyle demand.

Says Dayna Dennington, regional director duty free North and Central America, Stoli Group: “We are absolutely delighted with the feedback so far, our high expectations have been met and we expect sales to continue growing throughout the year. In regards to US Duty Free, we have officially launched Stoli Gluten Free with Starboard cruise lines and will be launching it in airports through Dufry in Q4 with a large concourse activation in Las Vegas Airport in November. Q4 will also see the addition of a 1.5-litre bottle.”

Stoli Gluten Free can also be seen and tried on the new, enlarged Stoli Group 

About Stoli Group

Stoli Group (headquartered in Luxembourg) was established in 2013 as the division that is responsible for the production, management and distribution of SPI Group's global spirit portfolio - the iconic Stolichnaya Premium vodka range, Elit Vodka and Moskovskaya. With operational business units across three continents and distribution in 167 countries, the group is led by a multi-national management team with key office locations in Europe, US and China.

23 September 2016 - Felicity Murray The Drinks Report, editor